What influences Chinese fashion retail? Shopping motivations, demographics and spending

  title={What influences Chinese fashion retail? Shopping motivations, demographics and spending},
  author={Christopher J. Parker and Lu Wenyu},
  journal={Journal of Fashion Marketing and Management: An International Journal},
  • C. ParkerL. Wenyu
  • Published 13 May 2019
  • Business
  • Journal of Fashion Marketing and Management: An International Journal
PurposeThe purpose of this paper is to establish the influence of shopping motivations on Chinese fashion retail engagement relative to demographics, monthly spend on fashion items and high street/electronic commerce (e-commerce) preference. This is to determine how international fashion retailers should design more effective retails channels, expanding upon established theory in Hedonic and utilitarian motivations. While earlier research suggests shopping motivations associate with… 

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